Case Study: Brooks Brothers on the Cutting Edge

Walk in and you won’t see dark paneling or a man’s suit anywhere. On the right are men’s shirts, ties, sweaters and accessories. And, although a very large percent of Brooks Brothers’ regular customers are men, the entire left-hand side of the main floor is devoted to women’s wear—blouses, sweaters and accessories—all displayed with great style, warmth and panache. It is immediately evident that formerly staid, old Brooks Brothers is not only operating in the world of banker’s blue and gray, but also in the new arena of “business casual” and “dress-down Fridays.”